Small Business Branding: It’s more than logo design
They say do the 'important things' first when you're starting. But what exactly are the important things?
Many startup experts say to avoid all-the-branding work until you've done some other steps first. And while we agree with them (because market validation is crucial before investing in anything else), we know that a little visual appeal that connects your business to a problem you're solving is also important. Visualizing your brand and how it will live on is the fun part of starting. Of course, everyone wants to have a cult brand and leave a memorable mark on the world, but it takes time and some critical steps along the way.
Marketing your new or growing business needs a consistent look and feel, connected to some meaning. After all, branding is your love at first sight attraction for potential customers, and if they haven't interacted with you at least seven times, they may not decide to take action (buy from you.)
Whether you've been in business for years already (way to go, you wild thang!) or haven't even taken that napkin filled with ideas to the internet yet, you need to start defining your brand today.
So let's leap! We know what it feels like to jump right in, and it can be confusing on where to start, but it's all part of this wild journey.
Before we look at the critical elements of branding and how to impact your vision down to your logo, we all need a little grounding to keep us in check, well, at least we wild ones do.
Consider this your compass as you set out on the branding journey:
Focus on what your business achieves for its customers. Your brand is no good to you if it isn't delivering what customers want. Are we in business to serve our customers right?
Take ownership of your brand. You drive the ship, so stay in control. Please pay attention to customers' needs but still control what you want your brand to mean.
Be honest. Honesty goes a long way. If you don't believe in your brand, no one else will.
Keep your brand simple by focusing on a small number of fundamental brand values. Don't make it a novel; stay on the course. Less is better.
Be consistent. Every aspect of your business should make customers feel the same way about you. Do you know that saying it takes 21 days to make it a habit? Same with your brand. The more consistent it is, the more memorable it will be for your audience.
Be thorough. Dive deep, don't just skim the surface. Look at all your systems to make sure they help to support your brand.
Involve the people that are working with you. Make sure they understand your brand and believe in it. Connection breeds loyalty.
Communicate your brand. Make sure every advertisement, campaign, etc., reinforces the same message. If you have a logo, use it everywhere, but make sure the quality is consistent.
Meet and exceed what your brand promises. Failing, just once, will damage your brand. So the time is needed on the list below.
Manage your brand. Continually look for opportunities to make improvements. And don't be afraid to make changes to reflect shifts in the way you do business or new trends in your market.
Take a deep breath, I know it seems like a lot to consider, but we're here to help you get on the right foot. If you're anything like us, you need tools to keep you organized, and this list will ensure that you've covered a few basics for your branding.
Branding your business should be an exciting time to see how you bring your vision and the "why" (for all you Simon Sineck fans) into your brand and how your consumer connects with you. Branding is one of the best ways to get referrals or word-of-mouth business. Unfortunately, we live in a world of "monkey see monkey do." This is why it's vital that your logo, marketing, and reputation work cohesively to form an indelible impression on consumer minds (the power of the mind controls everything). Think about it; you can't tell your friend about the amazing pair of shoes you just bought if you can't remember the brand. How many of us have heard, "OMG, I love those. What brand are they, and where are they from?"
Now that you know why it's important to develop a solid branding strategy, here are a few ways you can do it:
1. Creating Your Brand Essence
If you're one of the Wild ones, you're excited to get going on your new business and have endless ideas, but it's important not to skip any steps when it comes to getting started. First, you must understand the vision behind your brand essence (a single thought, typically expressed in 3-5 words that capture the soul of the brand.) Next, ask yourself why you started your business (this is what will be your anchor, so really spend time thinking about this)? If you're like us, you're passionate about what you do. It's (almost) all you think about, ok, maybe a slight obsession. Once the vision is clear (washed, rinsed, and repeated multiple times) and you find yourself saying it in your sleep, then you're rooted.
Once you understand your true vision, the rest of this checklist will fall into place naturally.
"Being multifaceted and multi-passionate are great attributes to have, but we can't expect to be top of mind for our audience in all areas at the same time. People don't have the capacity to figure out what we do. It's your job to tell them and then become known as the go-to in that space. The mistake some entrepreneurs make is that they diversify too soon, failing to establish credibility and trust." Monique Bryan, Founder Juicy Brand on Demand.
Start defining your brand's essence by answering some key questions:
What do you do? As a founder, you know what you do better than anyone else, but when defining your brand, think about what you do related to the people and customers you serve. What is that unique benefit that people look to you for?
How do you do it? What is your process, your mission, your way of doing business that makes your brand unique? Make sure your audience knows it. Don't gloss over the details but express the actual nitty-gritty you provide your expertise, products, or services.
Why should people believe in you? This question is a different way to ask why do you do business? People need a reason to get behind your brand, and your story is the best way to capture their attention. What is your ethos, and what are your values? Do you have a good social component? How are you making an impact? Allow your story to evolve and garner influence in your arena. Make your brand 'juicy,' as Monique Bryan says.
2. Defining Your Niche
Once you've sketched out and are moved by the vision behind your brand, now it's time to hone in on who you're targeting. See also The Ideal Customer Worksheet. This is a particular person, down to the age, gender identity, education, income, interests, fears, pain points ... that you visualize buying your product or service. Your ideal customer can change or 'mature' over time, but you must thoroughly understand this person when you're just starting. It means trimming down the audience size.
"Everyone is not your customer." Seth Godin
Think about a bullseye. When you're aiming for the target, you want the red center circle. Sure, you can get points if you fall just outside of it, but big money comes from hitting bullseye after bullseye. If you can keep aiming for that red dot, then you'll leap ahead much faster. Here's why: the problem you're solving for your customer is unique to them. The more you get to know them, their needs, desires, and wants, the more you can create unique solutions for them. You want to create products for your customers and not customers for your products. Once you truly understand their needs, you can solve their problems better than anyone else.
You want to create products for your customers and not customers for your products. -Tweet this
3. Visual Identity and Logo Design
This is what we think, as the fun and wild stage.
Now that you understand the purpose behind your brand, it is time to put a face to your business. This is where you finally get to see everything come together visually. Remember that branding is so much more than just a logo. However, your logo is critical and is at the core of your brand identity. A logo is permanent. It's not something you will often change (if ever), so it's best not to cut corners with this task. Work with a professional that will help you bring your vision to life. Your visual identity should pop off the page, billboard, magazine, website wherever it's displayed and give meaning to why it exists.
Let's take Amazon, for example. The buzzword everyone is talking about. When Amazon launched, it only sold books (wild, right?) Yet, from day one, founder Jeff Bezos knew he would build something more significant than that, an empire of a store. Over the years, he's worked tirelessly (and I mean tirelessly) to make that idea a reality. He did something magical; he built a brand around it.
The idea that Amazon would make lives happier and easier by carrying anything and everything anyone could ever need became the rallying cry for his team. It even worked its way into their logo. Notice how the arrow sweeps from "A" to "Z," symbolizing everything in-between? And how the tip of the arrow form the cheeks of a smiley face? By defining their brand so clearly and rooted in his vision, Bezos was able to keep his team focused on what matters. The goal is to make sure customers could always find what they need, quickly and cheaper than anyone else. They never compromised on that overwhelming goal and, through determination, hard work, and business savvy, have become one the most influential (for better or worse) companies on the planet.
Amazon's logo is a strong brand identity mark. But it's the promise behind it that made the difference. Your brand is what people say about you when you're not around to hear it.
4. Selecting Brand Font and Colors
It's important to ensure consistency within your brand. That's why we recommend having a Brand Guideline. You can create one with Frontify's platform. This includes everything from specific brand colors, fonts, and typography info. It is best practice to adhere to a consistent brand identity when designing a website, a blog post or social media graphic, a Facebook cover image, a contract for clients, a presentation, etc. The idea is that your branding can speak for itself over time. Then, as you gain recognition, something as simple as a font or a color will remind consumers of your company.
5. Managing Branded Social Media
Once again, it is crucial to ensure consistency within Social Media. Once you have your brand identity established, the next step is to create images for your various social media channels. You can maintain a consistent online presence by using similar images for your avatar + banner. This helps viewers recognize the account belongs to you and confirms that they landed on the right page. If possible, try to get the same social media handle (or name) for each platform. With Canva, you can create and manage your branding inside the platform.
6. Completing Your Website Design
Now, to pull it all together with your website! Seeing it all come to life online is a feeling of accomplishment ( it should be a proud moment). A lot of people skip the previous steps and immediately jump to getting a website. I know website designs are exciting, but it's best not to take shortcuts if you want to build your brand with intention and purpose. These days, your website is your best marketing tool, the tool that will help your business thrive. Take every step seriously, and you'll be happy you did. It is an excellent investment for your brand as it establishes professionalism and gives immediate validity to your business.
Let's face it the best branding is built on a strong vision and idea, something you can hold on to, can commit to, and deliver upon. And we know that with no differentiation, there is no long-term profitability. You have to put yourself in your consumer's shoes; most don't have relationships with products. They are loyal to a brand. If you get your branding right, you can inspire millions of people to join a community and rally for or against something. Products are one-dimensional (especially in this social media-enabled world). Brands are Russian dolls with many layers, tenets, and beliefs that can create great followings of people who find them relevant in their life. Your brand can activate a passionate group of people to do something even as big as changing the world. And well, products don't do that.
Do you believe in love at first sight? What you see is powerful. It stems from the emotional connection you feel. People fall in love at first sight until they peel back the onion and decide if it's love or lust. Every layer of that onion has to reflect your identity and what you truly stand for. Keep the lovers, loving and your brand loyalty will be world-class. In today's world, competitive landscape branding is more important than ever. But you can't simply build a brand as they did in the old days. You need a cultural movement strategy to achieve kinetic growth for your brand. With that, the sky's the limit.
"Brand is just a perception, and perception will match reality over time" - Elon Musk.
Image by davisuko
